East Coast social campaign to use Twitter artist

Train operator East Coast is launching a social media campaign, which will reward a selection of followers with a hand-drawn image from celebrated Tweet artist @drawnyourtweet.

To celebrate reaching 50,000 Twitter followers East Coast, which carries more than 19 million passengers a year between London King’s Cross, the East Midlands, Yorkshire, North East England and Scotland, is rewarding ten of its Twitter followers with a personalised drawing of one of their tweets.

The Tweet artist has picked up something of a cult following since the Twitter account was launched just over a month ago – the artist has drawn more than 50 tweets from randomly chosen Twitter users and has amassed 24,000 followers in the process.

Every day for ten days East Coast will choose a follower who posts an update on the micro-blogging site and includes the hashtag #FeelAtHome – from the brand’s current ‘Feel At Home’ marketing campaign – in the tweet.

The tweet will be drawn overnight by the artist behind @drawnyourtweet, giving ten Twitter users a limited edition sketch – the campaign will launch when East Coast’s Twitter account reaches 50,000 followers.

Nick Wood, East Coast’s Social Media Manager, said: “We are big fans of DrawnYourTweet’s work and thought it would be great way of rewarding our Twitter community with a much sought-after limited edition sketch.”

East Coast has launched a number of campaigns following the development of a new social strategy 12 months ago – in November it launched a Facebook app to support a recruitment drive around the company’s involvement in the Sky 1 HD TV series ‘All Aboard: East Coast Trains’.

The Company created Instagram trailer videos ahead of each of the ten episodes, its Pinterest channel was used to storyboard each episode, and its YouTube videos showcased the best moments of each show.

Other campaigns include its #ViewFromMySeat Twitter initiative which crowdsources passenger images, a LinkedIn campaign which is targeting professionals living and working in cities along its route, while a weekly reverse auction Facebook campaign rewards its community with first class travel.

East Coast social campaign to use Twitter artist